With consumer expectations on the rise, it’s more important than ever to structure your organisation around creating amazing and engaging customer experiences. Godin put it best when he said, “You don’t find customers for your products. You find products for your customers.” Here we discuss some practical approaches to deepening...

Originally published on Which-50 Consumers repudiate and recoil from a central organising principle of modern marketing: that brands can — and do — target advertising and other messages at them based on their web browsing behaviour and other personal data. Participants in the global digital marketing ecosystem have convinced themselves that consumers...

Originally published on Which-50 While using data to deliver experiences has become table stakes, leaders are leveraging data in more nuanced ways, according to Ben Sharp, head of revenue ANZ at Pureprofile. Understanding and comprehending consumer data from different sources is what is separating experiences, according to Sharp. At the top end...

Originally published on Which-50 Access to consumer data is increasing but its use by businesses is becoming more opaque, a point underscored by a series of breaches and scandals last year. Despite the access, many brands still struggle to deliver the high level experiences consumers now expect. It is a dangerous game...

Originally published on Which-50 Organisations undergoing change grapple with a myriad of challenges. But more often than not at the heart of the change is the customer, according to Ben Sharp, head of revenue and operations ANZ at Pureprofile. Understanding that and embracing customer experience is key to any transformation, according to Sharp. “If...

We live in an age of consumer empowerment. Ordering a cab, renting a hotel room or creating a playlist of your favourite songs has never been faster or easier. Brands like Amazon, Spotify and Airbnb are intelligently using consumer data and disrupting their respective industries with consumer-led products and services. However,...

Pureprofile worked with AA Smartfuel in New Zealand to get a deeper understanding of their customers, and to bring their transactional segments to life by creating personas. AA Smartfuel is one of the largest loyalty programmes in New Zealand, with over 95% of household penetration so it’s not surprising that card...

Pureprofile and the Australian Marketing Institute undertook this study to unpack current Digital Advertising trends and unveil how marketers are using digital advertising to engage audiences, which channels, platforms and tools are being implemented, and if there are any missed opportunities. Key findings from our study uncovered the most popular channels;...

Listen to Nic Jones on the IAB Simplify & Inspire podcast series where he talks about The Australian Consumer and Ad Blocking - following the recent Pureprofile and IAB Ad-Blocking report (wave 3). In this 15min podcast Nic discusses the ad blocking audience, reasons why they are blocking and the future of advertising, mobile...

Traditional digital advertising didnʼt always get the job done. In the past, digital advertising consisted of companies and businesses purchasing ad space on websites directly from dozens upon dozens of individual publishers hoping that their advertisement would reach their target audience. As technology has advanced, advertising today has become so...

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